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Ladbrokes' Hilarious 'Mates Mode' Spot Celebrates True Friendship

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Set to iconic song 'Thank You For Being a Friend, Benji Weinstein directs the spot from The Monkeys

Ladbrokes' Hilarious 'Mates Mode' Spot Celebrates True Friendship

Ladbrokes, part of the leading global sports betting and gaming entertainment operator Entain Group, has released a new campaign for the launch of its new group betting product – Mates Mode.

Created by The Monkeys, part of Accenture Interactive, the campaign builds on the brand’s platform: ‘Ladbroke It’, with the ambition to keep making the racing and betting experience more enjoyable and exciting for punters. 

The Mates Mode campaign showcases the fun, endearment and at times downright hilarity that comes with true mateship, because – pretty much anything and everything is more fun when you do it with mates. 

Ladbrokes Mates Mode allows punters to start groups and share their punting experience together, all through their best-in-class mobile app. Punters will be able to chat within their group, share their bets and start separate betting pots.

James Burnett, chief marketing officer of Entain Group Australia, says: “For our Ladbrokes punters, we’re thrilled to now offer them Mates Mode. We know there is nothing more enjoyable than experiencing racing and sport with mates, so we’ve mirrored this experience through our new best-in-class product, Mates Mode, for our customers, and we hope our new campaign leaves our customers smiling.” 

Directed by Benji Weinstein and set to Andrew Gold’s iconic Thank You For Being a Friend, the spot heroes four mates who do everything together – from walking their greyhound, to the first dance at a wedding, to skydiving, to cheering on a winner at the racetrack.

The campaign has launched nationally, and will run on broadcast television, BVOD, cinema, OOH, radio, online, digital and social.

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Client: Entain Group (Ladbrokes)

Group Chief Marketing Officer: James Burnett

GM Marketing – Ladbrokes: Sam Tomson

Assistant Brand Manager: Bronte Bendeich

Brand Coordinator: James Milner

Head of Creative Services: Keira Samuel


Creative Agency: The Monkeys, part of Accenture Interactive

Chief Executive Officer: Paul McMillan

Chief Creative Officer: Ant Keogh

Head of Planning: Michael Derepas

Senior Planner: Dave Collins

National Head of Production: Romanca Mundrea

Creative: Zeneon Predecki

Creative: Cody Naetzker

Senior Craft Designer: Raph Tamkalis.

Senior Producer: Eliza Malone

Production Coordinator: Genya Mik

Group Content Director: Sophie Gosper

Content Director: Tom Patterson

Content Manager: Isaac Montebello


Production Company: FINCH

Director: Benji Weinstein

Executive Producer: Corey Esse

Producer: Caroline David

DOP: Germain McMicking

Art Director: Enzo Iacono

Post Production

Post Production Edit: ARC

Producer: Michaela Fenton

Offline Editor: Drew Thompson

Post Production Online and Grade

Post Production Online and Grade: Atticus

Executive Producer: Amelia Bromley

Producer: Kani Saib

Colourist: Ben Eagleton

Online/VFX: Drew Downes


Sound: Bang Bang Studios

Engineer: Sam Hopgood

Producer: Polly McGregor

Music: Level 2 – Mel Jong and Karl Richter

Genres: People, Storytelling, Comedy

Categories: Sports and Leisure, Gambling

The Monkeys, Thu, 21 Apr 2022 08:57:32 GMT